Brands are of increasing importance in almost every part of our lives, except perhaps housing. Why is this? When I was a kid I bought all my clothes from independent local unbranded retailers. Today the high streets are dominated by multi-national brands, whether it’s Marks & Spencers, Prada, Gucci or Primark.

For me a brand is not about a fancy name or logo, but about a promise and a reputation. If you buy a Ferrari the promise is a fast, sexy, red racing machine. If you buy a Mercedes, the promise is a reliable, luxurious, German limousine. But there seem very few housing brands.